Diary of a Sales Engineer

Jeff Wang is the CEO of Windsurf (now part of Cognition) and a former solutions engineer who rode the SE skill set all the way to the top of one of the most high-profile AI startups in the industry. He sits down with Ryan and Sameer to talk about what that journey actually looked like.You'll hear how Jeff built automation bots that saved his teams hundreds of hours, why he started blogging about AI to land his first role in the space, and how Windsurf structured an entirely new set of engineering roles that are reshaping how companies think about presales and post-sales. We also get into what it takes to close enterprise deals when nobody knows your name, what product market fit really feels like versus what people assume, and Jeff's advice for SEs who want to build something of their own.If you're thinking about your next career move in presales, or you're curious about how the sales engineering role is evolving in the age of AI agents and forward deployed teams, this one's for you.Diary of a Sales Engineer is available on Spotify, YouTube, and Apple Podcasts.www.diaryofasalesengineer.com

Ryan's LinkedIn post went viral: "If your SE has never told you no, you don't have a partner. You have an order taker." In Episode 33, Ryan and Sameer turn that into a full playbook for saying no with confidence.They cover how to shift your identity from technical resource to strategic partner, how to negotiate with your AE rather than just blocking ideas, how to use curiosity to give hard feedback without creating conflict, and why knowing when to kill a deal is just as important as knowing how to close one.Packed with tactical, real-world advice for SEs at every stage of their career. Don't let your ego get in the way of success.

Sales engineering career advice and go-to-market strategy with James Kaikis, co-founder of Pre-Sales Collective, founder of GTM Shift, and co-founder of Solution Exec and AI Sales Studio.The predictable revenue model that defined B2B SaaS for the last decade is breaking down. AI-first companies are collapsing the traditional sales cycle. Roles are merging. Swim lanes are blurring. And sales engineers are sitting in the best position to capitalize on all of it.James shares the full story behind his exit from Pre-Sales Collective, what he learned running revenue as a CRO at Testbox, and why he came back to entrepreneurship to build three businesses: GTM Shift (consulting and events for go-to-market leaders), AI Sales Studio (AI proficiency training for GTM teams), and Solution Exec (a private network for senior solutions executives). He also announces that he and Jeff Margolese are writing a book on solutions engineering.We get into the tactical stuff too. How to build a career roadmap from SE to CRO. Why lateral moves to account management or sales matter more than people realize. How to prepare for the convergence of SE, AE, CS, and professional services roles. And why the SEs who treat themselves as students of the game will be the ones who thrive in the next era of B2B.Ryan also shares his prediction on the emergence of the "account engineer" role, and we talk openly about work-life balance, setting boundaries, and being present at home while building a career in tech sales.This one is personal for us. James and the Pre-Sales Collective are the reason Ryan broke into sales engineering. 32 episodes later, here we are.If this episode hits home, send us a message. Those notes from listeners are the reason we do this.

2025 didn’t redefine presales overnight, but it made the direction impossible to ignore.In this episode, we look back on what we accomplished this year and unpack the real ways the presales role evolved over the last 12 months. The fundamentals are still there, but expectations, scope, and impact are moving faster than many teams realize.We share where we believe presales is heading, what strong teams are already leaning into, and the skills that are becoming harder to ignore as we move into 2026.We also take on the growing conversation around Forward Deployed Engineers. What the role actually means, why it keeps surfacing in presales conversations, and why the industry needs a clearer, more honest discussion about how it fits into modern GTM teams.We close by thanking everyone who listened, watched, shared, and challenged us throughout 2025. This community continues to shape the conversations we care about most.Presales didn’t flip overnight in 2025, but the direction became impossible to ignore. This episode breaks down what shifted and why it matters.

Episode 30: You Don’t Need to Be the Most Technical Person in the RoomIn this episode, we’re joined by Alice Egan to challenge one of the biggest myths in sales engineering.The best Sales Engineers aren’t always the most technical people on the call. They’re the ones who can turn complex technical concepts into simple, compelling stories that buyers actually understand.In SaaS, this matters more than ever. Just like buying a car, most buyers don’t need to see the engine. They want to know how it works, how it fits their business, and why it solves their problem.In this episode, we discuss:Why being too technical can slow deals downHow to translate complexity into clear, buyer-friendly storiesWhen technical depth helps and when it hurtsA practical way to position yourself at the very beginning of a sales callHow top Sales Engineers read the room and adjust in real timeIf you’re a Sales Engineer, Solutions Engineer, or work in presales and feel pressure to always be the most technical voice, this episode will change how you think about your role.Tune in for real-world insights and practical nuggets you can use immediately.

In this episode, we break down how to be effective at conferences and in-person events. We cover what actually matters when it comes to working a booth, including how to dress, how to demo efficiently, how to collect scans, and how to get attendees to connect with you on LinkedIn.We also talk through the importance of booking meetings, common mistakes people make at events, and how to follow up so conversations turn into something real after the event is over.This episode is for anyone attending or working conferences who wants to get more value out of being on the floor.

In this episode of Diary of a Sales Engineer, we sit down with Yuji Higashi, founder of Better Career and co-founder of the Presales Collective, to uncover the real secrets behind building a high-earning, high-impact Sales Engineering career.We break down everything SEs wish they learned years earlier:How SE compensation actually worksCommon salary and commission split structuresLeveling frameworks and what separates junior, mid, and senior SEsHow to position yourself for the role you really wantHow to land roles you didn’t think you were qualified forWhat companies look for when hiring top technical talentYuji brings a unique perspective from coaching hundreds of SEs, analyzing comp bands across the industry, guiding people into roles they didn’t think they could land, and helping them negotiate offers that transform their careers.Whether you’re trying to break into Sales Engineering, get promoted, or maximize your earning potential, this conversation is packed with real-world, actionable insights.If you want to understand your value as an SE and learn how to take control of your career, this is an episode you won’t want to miss.

In this episode we are joined by Art Fromm, author of Making SEAMless Sales®: How Presales and Sales Can Work Together Seamlessly and creator of the SEAMless Sales methodology. We dive into what makes the SE and AM (or AE) relationship the foundation of every great deal and how true alignment between the two can transform revenue performance.🎯 What we cover:Why the SE–AM partnership drives consistent successHow to move from product pitches to value conversationsWhy the SE should own the technical close, not just the technical winWays to build trust, break silos, and create buyer alignmentIf you’re an SE, AE, or sales leader who wants to win more together, this one’s for you.👉 Tune in and learn how to make your sales motion truly seamless.

Feeling overwhelmed by too much on your plate? In this episode, we break down how to strategically prioritize when everything feels urgent. We talk about why the biggest deal isn’t always the most important, how to zoom out and assess impact, and how to create mental clarity when you’re drowning in tasks.Whether you’re in presales, sales, or any high-stakes role, this one’s about learning to breathe, focus, and make smart choices when the pressure’s on.👉 Tune in to learn how to work smarter — not just harder.

In this episode, we sit down with Kate Travers and Fabiana Fattore, the founders of The Female SC, a community built to connect and support women in solution consulting, pre-sales, and engineering. They share the story of why they started it, the challenges they’ve faced, and what it means to create an inclusive space where more people feel seen and supported in their careers.We explore how equity and allyship play out in the workplace, along with the importance of advocating for yourself, no matter who you are. From asking for new opportunities to presenting in front of a room, joining a panel, or even just introducing yourself at an event, believing in your own voice is often the first step to growth.A theme we kept coming back to was the idea that one candle lighting another never dims the first. Recognition and support don’t take away from you, they multiply. Whether it’s giving kudos to a colleague, building community, or taking a risk yourself, the impact can be bigger than you think.

Confidence can make or break a deal. In this episode, we unpack how to push back without sounding defensive, why saying “it depends” can quietly kill your credibility, and how to replace it with clear, confident answers that move the conversation forward. We also dig into the value of sharing real stories of what’s worked for other customers so prospects see you as a trusted partner, not just another vendor.

In this episode, Sameer and Ryan sit down with legendary presales leader Peter Cohan, who joins as the first-ever returning guest on the podcast.Peter shares insights from his brand new book, Suspending Disbelief, and dives into what it really takes to connect with prospects, build trust, and shape belief during the presales process.They discuss the psychology behind great demos, why facts alone don’t win deals, and how to guide buyers through uncertainty. If you're in sales engineering, this is a masterclass from one of the best in the business.Link to raffle for a signed copy of Suspending Disbelief by Peter Cohan - https://docs.google.com/forms/d/e/1FAIpQLSfdgc8L2fr9Vu78im2xRr8My7KkLoEJSleU2LWERVLhxlHxLw/viewform?usp=header

In this episode, Sameer and Ryan discuss the often-overlooked part of the sales engineering role: training and enablement.They talk about why SEs need to be just as skilled at running internal and external trainings as they are at giving demos. From handling live sessions with dozens of attendees to managing questions, chat, and content flow, this episode highlights how great SEs make it all look easy.The conversation was inspired by a real-life moment where a Presales Director paused a call to shout out Sameer in front of the entire team for leading a world-class session.

Being a great SE isn’t just about knowing the product. It’s about how you show up in the deal.In this episode, we dive into what it takes to go from being the person who “just gives the demo” to a true strategic partner that AEs and customers rely on. We talk about shifting mindsets, earning trust, and changing how you're brought into the sales process.

In this milestone 20th episode of Diary of a Sales Engineer, we sit down with Arvi Carkanji, a seasoned recruiter who has helped countless solutions engineers navigate the job market. From landing your first role to making strategic career moves, Arvi shares what she really looks for when hiring, what makes candidates stand out, and the red flags that send applications straight to the “no” pile.

On this eps of DOASE, Ryan and Sameer talk about Burnout, how you can notice it and what you can do to alleviate it.

In this episode Ryan, Sameer, and Chris discuss the best habits for sales engineers.

In this episode we explore why it is so important to build strong relationships in sales and what are the best ways to build those relationships.

In this episode, Ryan and Sameer discuss Ryan’s experience during his first 30 days at a new company. They share key insights, practical tips, and strategies to help you navigate the critical first month in a new role. From building your internal brand to setting yourself up for long-term success, they cover what works, what doesn’t, and what you should prioritize. Tune in for actionable advice on making the most of your first 30 days!

In this episode, we chat with Chris Mabry about how to effectively work with partnerships, his experience leading a community organization, and the key differences between services and technology companies. Chris shared incredible insights, making this an episode you don’t want to miss!

In this episode, we chat with Aidan Brannigan about how he amassed over 400 million views through engaging content. Learn what makes a great meme, how to create content that resonates, and tips for selling your product or service through storytelling. Don't miss these actionable insights to level up your sales and content game!

In this episode, Sameer and I take a look back at 2024—the wins, the challenges, and the lessons that shaped the year in Sales Engineering. We talk about some of our favorite moments on the podcast, the rise of AI, and what it all means for SEs moving forward. We also share our personal takeaways from the year and some fun stuff we’ve got planned for 2025. It’s a mix of reflection and looking ahead, and we had a blast recording this one. Hope you enjoy it!

In this episode, Sameer and Ryan are joined by none other than John Care, one of the most influential voices in Sales Engineering. Together, we explore how the role of SEs has evolved over the years and dive into how AI is poised to reshape the future of our profession. From insights into where SEs have been to bold predictions about where we’re headed, this is a conversation you don’t want to miss!

In this episode, Ryan and Sameer sit down with Brent Veit to explore what makes the best Account Executive (AE) and Sales Engineer (SE) partnerships successful. From fostering strong relationships to mastering the small details in sales, they dive deep into the key strategies that drive results. Whether you're in sales or looking to strengthen your team dynamics, this conversation is packed with valuable insights you won't want to miss!

In this episode Ryan & Sameer discuss the importance of objection handling in sales engineering.

On this episode, Sameer and Ryan speak with Evgeniy Karam, an author, cybersecurity architect, advisor, podcaster, awarded dad, and outdoor enthusiast with over 25 years of experience, including work for global VAR/MSSP. He offers a unique, panoramic view of the industry. Currently, he runs his own cyber/media consulting services, leveraging his deep industry knowledge and media expertise to guide clients through cybersecurity complexities. His literary work includes a book on soft skills for technical sales, further broadening his consulting to encompass mentorship on these crucial topics. They speak together about the importance of soft skills especially in the virtual world.

Ryan and Sameer are back from their time off and on this episode they talk about the value of OOO (Out of Office)

Ryan & Sameer meet with Christina Trapolino to discuss the future of sales engineering on Diary of a Sales Engineer.

In Episode 6, Sameer and Ryan discuss how to train your Account Executive. They delve into best practices for managing the AE-SE relationship, handling tough conversations, and ensuring smooth collaboration. Expect valuable insights and some fun feedback on things AEs should never do. Tune in for practical advice and a few laughs along the way!

On this episode, Sameer and Ryan have a special guest, Peter Cohan, joining them to talk through various topics from the history of Sales Engineering to how to improve your craft. Peter is the visionary behind the acclaimed books "Great Demo!" and "Doing Discovery." His groundbreaking methods have revolutionized how software organizations excel in presales, sales, and marketing, making discovery conversations stand out and demos irresistibly compelling.

In this episode, Sameer and Ryan talk about how Sales Engineering has changed after the pandemic

In this episode, Ryan and Sameer talk about what makes an Average, Good and Great SE and how to level up through each phase

Sameer and Ryan chat through how to make the most out of starting a new position. They provide tips and tricks to get through the first 30-60-90 days Link to DOASE 30-60-90 day cheat sheet: https://docs.google.com/document/d/1WXGQOro0IEiPQV1P-MYcPUjbQ-v29bD5yOw4p0VXD1U/edit?usp=sharing

Sameer and Ryan talk about their journies into Sales Engineering and provide actionable tips to break into the role today!